A cruise line says it changed the minds of people about setting sail on a holiday - by pretending its new ship was a resort on land. Celebrity Cruises said its new study found that 77% of people had pre-conceived ideas about cruise holidays.
It said 41% thought they were expensive, while 36% said they were for older adults. Further, 22% associated them with cheesy entertainment, limited time in port and overcrowding.
With those results in mind, Celebrity decided to challenge perceptions by showing images to participants in a study of one of its new ships. Showing them images of the design and experiences on offer, it left out the detail that they were on a ship.
That led, it said, to 59% of people changing their minds once they were told the images were from a ship. And it said 78% and 74% of Millennials and Gen Z respectively said they would now consider booking a cruise holiday.
The campaign was launched ahead of new ship Celebrity Apex beginning operation from Southampton in May 2024. Posting on social media, it teased the ship under the guise of ‘The Apex Resort’. Then, last week, it revealed the true identity behind The Apex Resort.
Jo Rzymowska, vice president and managing director for EMEA at Celebrity Cruises, said: "Our aim of teasing Celebrity Apex as a land-based resort was to challenge the perception of cruise holidays and showcase all this innovative ship has to offer. By presenting it as a resort experience we showed that Celebrity Apex combines the best of both worlds: the intimacy of a beautiful resort with the boundless possibilities and breath-taking destinations from a resort at sea. From May 2024, holidaymakers can envision countless unforgettable moments as they embark on worldwide journeys seamlessly integrated into an unparalleled resort-style cruising experience.”
Celebrity Apex will take travellers to the peak of Europe on a 12-night Norwegian Fjords and Arctic Circle cruise. Celebrity's itineraries in 2024 from Southampton also include a new addition for the line, offering guests the chance to immerse themselves in the island of Ibiza.
